Retail Intelligence

With the knowledge that the fashion industry is a major contributor to environmental waste, menswear brand Barkers has developed a new campaign that sets out the brand’s motivations and values for the future.

Called ‘Made For Life’, by brand agency Switch, the 90-second TVC features men answering “the call of the open road” by adventuring outdoors including riding motorbikes, surfing and road tripping as well as urban scenes at restaurants and music concerts.

A voiceover explains how Barkers will help customers live life to the fullest but also its awareness of its own environmental impact, summed up by the line “Life is made for living, we’re made for life”.

Already working on numerous aspects of its sourcing and supply chain including the use of more sustainable and organic fabrics, Barkers Group managing director Jamie Whiting says the retailer considers the campaign a declaration of intent.

“Rather than have it sit on the wall at the office, we wanted to be transparent with our customers and the wider public. It’s a line in the sand that gives new meaning to everything we do from this point on and opens us up to be judged on the merits of what we do.”

Chris Jones, founder and creative director of Switch, says it was a rare opportunity to remove commercial imperatives and focus on making a strong brand statement.

“The goal for Barkers was clear, but rather than be apologetic about not being quite there yet, it’s about being transparent with the audience. On the one hand it’s a statement about the way Barkers lives and sees the world, while also making a commitment to do things better and sharing the journey with the consumer.”

To prove how serious they are, Barkers have made this its largest campaign investment yet to ensure the message is received.

Launched early November, the ad is being rolled out through cinema, OnDemand and Air New Zealand in-flight entertainment and supported with a billboard and mall-light campaign.

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As of 3pm on March 21, a wide range of semi-automatic weapons have been reclassified under section 74A(c) of the Arms Act as requiring an E endorsement on a firearms license. This means they can no longer be sold to those with A-category gun licenses, and their purchase now requires police approval.

Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

In the wake of the attack on Christchurch’s Muslim community on March 15, strong calls for changes to New Zealand’s gun last have been made. Trade Me was the first retailer to act, halting the sale of all semi-automatic weapons on its platform, and it has now been joined by Hunting & Fishing New Zealand.

As 2018 comes to an end, what a more fitting Instagram page to celebrate than our own. NZ Retail Magazine has had a busy year, and keeping readers up to date through our Instagram page has been an important part of that. Plus it looks pretty good if you ask any of us.

Let the retail store name generator rebrand your business

We know every shop name is chosen with care and attention, but it's a crowded market out there, and sometimes the results can seem a little random. Instead of fighting that randomness, we thought, why not just go with it?

If you were born in a leap year, you can add some not-so-exotic spice to your business name with our random French or Italian word generator. If not, carry on to the next table.